In a dynamic shift within the travel sector, a notable portion of Advantage Travel Partnership members are reviving the high street by planning new store openings.
- Seventeen per cent of Advantage members intend to open new high street stores in 2024, signalling a resurgence in retail travel agency presence.
- Since the pandemic’s onset, 22 Advantage branches have emerged, with a significant portion opening recently, setting the stage for a retail revival.
- Despite challenges, travel agents are finding innovative ways to attract footfall, thus aiding the high street’s revival.
- Staffing and operational costs stand as hurdles, but enthusiasm for retail expansion remains high, reflecting confidence in customer engagement.
In a distinct move against the widespread retail decline, approximately 17% of Advantage Travel Partnership’s members have set their sights on expanding their presence on the high street in 2024. This strategic move is backed by a survey highlighting a robust interest in opening new stores, as members aim to restore the traditional retail experience for travel enthusiasts.
Noteworthy is the fact that Advantage has seen a total of 22 new branch openings since the pandemic began, half of which have been established in the past year alone. This trend underscores a significant shift towards physical stores, reinforcing the idea that consumers still value the personal interactions associated with booking holidays through travel agencies.
Advantage’s Chief Commercial Officer, Kelly Cookes, has emphasised the integral role travel agents play in revitalising the UK high street. Cookes pointed out the diversifying strategies employed by agents to ensure end-to-end service experiences that entice retail footfall, indicating a refusal to succumb to the ‘demise of the high street’.
Sunlounger Travel, a three-branch member, epitomises this growth ambition by aiming to launch up to 25 new stores over the next five years, having opened its first in 2019. Managing Director Iain Kirkbright attributes this expansion to the enduring consumer preference for personalised service, which reinforces spending confidence through direct advice from travel specialists.
Similarly, Fred Olsen Travel, with its current fleet of 19 outlets, plans to expand to 25 by the end of 2025. Director of retail, Paul Hardwick, reflects on the pandemic as a testament to the value of knowledgeable travel agents, a factor that fuels their aggressive expansion strategy despite existing economic challenges.
However, not all is smooth sailing, as Advantage members address the hurdles of recruitment and managing operational costs, challenges rooted in the pandemic’s impact on the workforce. The Centre for Retail Research reports indicate the closure of 10,494 shops in 2023, spelling difficulties for expansion efforts yet highlighting the determined resilience within the sector.
Advantage Travel’s ambitious retail expansion plans underscore a resilient travel agency sector that seeks to revitalise the high street.
